Episode 148 - How To Get Paid For Project Discovery, with Laura Elizabeth

Summary

This video discusses strategies for freelancers to implement roadmapping after a main project, such as web design or branding, to add value and potentially secure more business. It emphasizes the low-risk nature of offering roadmapping as a post-project service, especially when priced affordably. Key insights include offering roadmaps as low-cost add-ons or using them as a paid 'loss leader' to build client trust. The video also highlights common pitfalls, like lacking confidence in pitching roadmapping and failing to follow up with clients, and offers tips for positioning and selling roadmapping effectively.

Takeaways

• 😀 Road mapping can be integrated into existing client projects as a low-risk strategy, which can lead to more business opportunities without losing clients.
• 😀 Offering a roadmap as a low-cost option (e.g., $45 or $100) helps clients assign value to the service and increases the chances of closing future projects.
• 😀 Freelancers can use the roadmap as a tool to show they care about the client's long-term goals, not just the immediate project.
• 😀 A loss leader approach, where the roadmap is priced below normal rates, helps increase trust with clients, making them more likely to invest in future services.
• 😀 By positioning road mapping as part of the larger business strategy, freelancers can differentiate themselves from other service providers.
• 😀 Clients may see value in a roadmap and choose to continue working with the freelancer, even if they could take the roadmap to another designer.
• 😀 One common mistake freelancers make is a lack of confidence in the value of road mapping, which can prevent them from selling it effectively.
• 😀 Another mistake is pitching road mapping to clients who are not a good fit, such as large corporations with rigid processes that don’t align with the service.
• 😀 Following up with clients after delivering the roadmap is critical. Freelancers should check in to see if the client is interested in moving forward with the full project.
• 😀 Freelancers should avoid over-selling road mapping. A casual, non-pushy approach is more effective, where the roadmap is presented as a natural next step.
• 😀 Road mapping can be pitched as a value-add service that helps clients better understand the project scope and their future business needs, ultimately leading to more work.

Q & A

What is the primary benefit of integrating road mapping into client projects?

The primary benefit of integrating road mapping is that it allows freelancers to better understand and address a client’s long-term business goals, which can help position future work and ensure ongoing collaboration. It demonstrates care beyond the immediate project and can lead to additional engagements.

How can a freelancer lower the risk of introducing road mapping to clients?

A freelancer can lower the risk by offering road mapping as an add-on after the main project is completed, ensuring it doesn’t interfere with the client’s current needs. Additionally, presenting road mapping as a low-cost option, or even as a complimentary service, can make it more appealing and reduce any perceived risk.

What is meant by 'post-project road mapping' and why is it suggested?

Post-project road mapping refers to offering a roadmap after completing the main project, such as a website design or branding. This allows the freelancer to assess what additional services or projects could benefit the client, positioning the roadmap as a way to guide the client’s future direction without interrupting the current project.

What are the key questions to ask during a sales call to increase the chances of road mapping engagement?

Two key questions to ask are: 1) 'Why do you want this website?' to understand the client’s core business goals, and 2) 'What’s next for you?' to identify potential follow-up projects or needs that could be addressed through road mapping.

Why is it important for freelancers to have confidence when selling road mapping?

Confidence is important because it helps freelancers clearly communicate the value of road mapping to clients. If the freelancer is unsure or lacks confidence in explaining road mapping, clients may be less likely to perceive it as valuable or necessary, thus reducing the likelihood of a sale.

What mistake should freelancers avoid when pitching road mapping to clients?

Freelancers should avoid overselling road mapping by overcomplicating the offer or making it sound like a high-pressure sales pitch. Instead, it should be presented as a natural next step in the project, with a clear focus on its value to the client's business.

How can offering road mapping at a low price benefit a freelancer?

Offering road mapping at a low price, even as a loss leader, can help build trust with clients. By paying for a small service, clients are more likely to see the freelancer as a valuable partner and may be more inclined to engage in larger projects or services later on.

What is the foot-in-the-door technique, and how is it applied to road mapping?

The foot-in-the-door technique involves getting a client to make a small commitment, such as paying a small fee for road mapping, which can increase the likelihood of them purchasing additional services in the future. This method leverages the psychological principle that clients are more likely to engage in larger commitments once they’ve made a smaller investment.

How can road mapping help freelancers close more proposals after initial project delivery?

By offering road mapping as a follow-up after the main project, freelancers can present additional value to clients, which can increase the chances of closing more proposals. Clients are more likely to continue working with a freelancer who shows interest in their long-term success.

What is the significance of follow-up in the context of road mapping?

Follow-up is critical because it ensures that the conversation about road mapping continues, even if the client initially seems uninterested. A casual follow-up after pitching the roadmap can remind the client of its value and keep the freelancer top-of-mind when the client is ready for the next step.